Pixalate has released the Q4 2018 Ad Fraud Report, a comprehensive analysis of programmatic traffic quality and the state of invalid traffic (IVT) across desktop, mobile web, and mobile in-app advertising.
Q4 2018 Ad Fraud Report key takeaways:
Ad fraud increased 24% in Q4 2018 compared to Q3 — rising from 17% to 21% in the U.S. as scammers targeted rising holiday budgets
Global mobile in-app IVT rates were 23% in Q4, up from 17% in Q3
Android devices had a 1.7x higher mobile in-app IVT rate compared to iOS devices
Disclaimer: The content of this blog reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.
Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”